Ariel as a part of parent company Procter & Gamble is leading the fabric & home care segment across the globe. With its detergent brands like Tide & Ariel under the umbrella brand architecture of P & G, it has been being able to maintain the market leader position with around 30% market share globally.
Segmentation, targeting, positioning in the Marketing strategy of Ariel –
Ariel is more focused on the customer-centric approach for innovation in its different sub-brands. It uses demographic, psychographic & geographic segmentation strategies to segment the market.
Differentiated targeting strategy is used by P & G to serve the changing needs of the customers apply.
From its inception to this era within the span of 50+ years Ariel has evolved itself in a way how it positions itself. It uses value-based positioning strategy to create a positive more connecting image in the mind of the consumers.
Marketing mix – Here is the Marketing mix of Ariel.
Mission- “Not Available”
Vision- “Imagination, determination and technological empowerment”
Tagline-“Your Laundry will thank you”
Competitive advantage in the Marketing strategy of Ariel –
Strong Parent company: Procter & Gamble being the parent company handle large numbers of brands and make it available in 180+ countries worldwide. P& G being such a financially strong company in the FMCG sector is helping the company in using the resources to maintain its number one position in most of the markets.
Production & Manufacturing System: P & G having manufacturing plants across the world in different product categories is helping the company using its well-equipped state of art manufacturing plants for production and making it available globally in a most convenient and cost-effective way. It has 50+ manufacturing plants of Fabric and Home care products across the world.
Environmentally inclined company: Whether it’s in production, sourcing, packaging or recycling, Ariel is inclined towards decreasing the dependence on non-renewable sources of energy and works towards an eco-friendly ecosystem.
BCG Matrix in the Marketing strategy of Ariel –
The different sub-brands of Ariel like Ariel Matic, Ariel 3 in 1, hand-wash are popular across the globe, have market leader position globally and therefore it is Stars in the BCG matrix.
Distribution strategy in the Marketing strategy of Ariel –
It uses various delivery/ distribution channels to make the products available to the wholesalers and end customers. Grocery shops, Kirana stores, supermarket chains and many other pop moms store help the company in distribution of the brand Ariel. Continuously and strategically working with distributors & suppliers has helped the company in controlling the inventory level, decreasing the lead time and controlling the cost of transportation.
Brand equity in the strategy of Ariel –
With such a high TOMA (Top of mind awareness), Ariel is ruling the detergent market. High Engagement of the company through customer’s first moment of truth and second moment of truth is helping the company in creating high visibility in the market
Competitive analysis in the Marketing strategy of Ariel –
Home Care & detergent segment is highly competitive, globally with each small & large company eating up others market share with similar offerings. The innovation in its product and continual advertising, customer engagement through different mediums and positioning has helped the company in creating positive word of mouth in the market.
Market analysis in the Marketing strategy of Ariel –
The fabric and detergent segment is highly competitive and also faces some of the critical risks which affect the performance of any company. Companies operating in this industry faces risk from the supplier side, customer side due to changing customer needs, government policies, environmental issues etc.
Customer analysis in the Marketing strategy of Ariel –
Customers of Ariel are the Supermarket chains, Pops & Moms stores, departmental stores, E-commerce sites, grocery shops and many others. These are the wholesale customer segment group which make the different SKU’s of the brand available to the end retail customers.
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